18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

Mitsubishi Tanabe Pharma Corporation is a global research-driven pharmaceutical company, which engages in research and development, as well as manufacturing and sales, of pharmaceutical product. The company was established in October 2007 through the merger of Tanabe Seiyaku Co., Ltd., founded in 1678, and Mitsubishi Pharma Corporation. Sine that time, the company has contributed to the health of people through the provision of distinctive pharmaceuticals, including drugs for inflammatory and autoimmune diseases, cerebral diseases, and metabolic and cardiorascular diseases as well as psychiatric and neurological drugs, narcotics, plasma fractionation products, and vaccines. Based on its philosophy ʺWe contribute to the healthier lives of people around the world through the creation of pharmaceuticalsʺ, Mitsubishi Tanabe Pharma strives to be a company that is trusted by communities.

.mtpc, which stands for Mitsubishi Tanabe Pharma Corporation, is a domain for Mitsubishi Tanabe Pharma and its stakeholders. The primary purpose of .mtpc is to consolidate Mitsubishi Tanabe Pharma-related domain names registered under various TLDs into an official .mtpc extension. In addition, Mitsubishi Tanabe Pharma aims to achieve the following goals with .mtpc:

1. Alleviating user confusion and improving convenience for Internet users
Mitsubishi Tanabe Pharma Corporation is a global company selling a multitude of products including
(1) Manufacture and sale of pharmaceuticals, centered on ethical pharmaceuticals
(2) Manufacture and sale of fine chemicals and active pharmaceutical ingredients ⁄ intermediates.
The company has registered many domain names under various gTLDs and ccTLDs not only for actual use but also as a trademark protection measure. Despite these efforts, there exist many domain name registrations and websites that infringe Mitsubishi Tanabe Pharma Corporation’s trademarks. As a result, Internet users often have difficulty differentiating bona fide websites from fraudulent ones. Positioning .mtpc as the official domain for the company, and unifying the company⁄brand’s web presence under .mtpc, would provide easy access and interaction, which the company believes would reduce confusion and improve user experience.

2. Marketing ⁄ Branding
Since .mtpc is a brand new TLD that directly represents the company⁄brand name, Mitsubishi Tanabe Pharma Corporation expects it to be a highly effective marketing and branding tool. The company believes that .mtpc will not only reinforce Mitsubishi Tanabe Pharma Corporation’s brand on the Internet, but also attract people to visit the website because .mtpc domain names make it easier for Internet users to access to the information related to the company.

3. Simplifying domain name management
The third purpose for applying for .mtpc is to simplify the management of domain names the company has registered. As stated earlier, Mitsubishi Tanabe Pharma Corporation has many domain names under the various TLDs, posing a challenge in dealing with different registration and operation rules, log-in systems, etc. .mtpc would make it possible to manage domain names under the .mtpc rules and systems umbrella and would replace various Mitsubishi Tanabe Pharma Corporation related domain names with .mtpc domain names. As a consequence, it will be safer and easier for the .mtpc stakeholders to manage their domain names.

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